Celebrity chef to become pulled pork ambassador

Kerridge will film several videos, showcasing the “ease and enjoyment” of cooking with pulled pork, the levy board reported.

Kerridge, a pulled pork fan, said: “I am really excited to be on board because I absolutely love pulled pork. Pork shoulder is one of the most under-utilised meat cuts, but one of the easiest to cook, most definitely full of flavour and great value for money. I hope this campaign will inspire people to give pulled pork a go at home.

“Pulled pork is one of the restaurant industry’s best kept secrets and consumers just aren’t aware of how easy it is to create a great-tasting, impressive dish.”

Bpex hopes the campaign, which involves online activity, will rejuvenate the pork sector after years of decline.

“Pulled pork is a dish that is relevant all year round, as a family meal or for a bigger get-together. Over the past decade, sales of fresh pork have been flat or in decline, and this problem is going to worsen if we don’t reach out to younger consumers and rejuvenate the image of pork. This is an issue that affects the whole pig industry and I’m delighted Tom is on board to help kick-start this overall rejuvenation effort with our pulled pork campaign.”